1. Twas the Night

    Event - 2011 to 2014

    Challenge

    Increase awareness of The CORE (TD Square/Holt Renfrew’s) completed and celebrated renovations and solidify The CORE as the destination for holiday shopping.
    In 2011, The CORE (TD Square/Holt Renfrew) completed a much- anticipated, multi-million dollar renovation – a head-to-toe transformation that inhibited retail growth for more than three years. Finally, in the fall of 2011, The CORE approached Anstice to design an event unlike any other in Calgary that would establish The CORE as the premiere shopping destination in Calgary once again.

    Plan

    Anstice played to its strengths. The CORE is Calgary’s only downtown shopping centre, and Calgary was lacking a landmark holiday event like Toronto’s tree-lighting. Twas the Night was created not only to be an after-hours shopping event promoting the retailers at The CORE, but to establish The CORE once again as the heart of downtown Calgary. Twas the Night was to be the official kick-off to Christmas in Calgary.

    twas_img1The event featured the lighting of Calgary’s newest Christmas landmark – The CORE’s 40-foot Christmas tree, towering three storeys inside the CORE. There were also endless holiday culinary treats and surprises like indoor snow and fireworks, a one-night- only retail offers in every store, and a red carpet with celebrity blogger Lainey Lui of ETalk and LaineyGossip.com. One of the highlights of the night was a special holiday performance from Juno Award winning singer, Chantal Kreviazuk.

  2. 7,500
    guest experiences
    7 million
    media impressions
    $450,000
    in media coverage